Quick Upload

Loading...
Flash Player 9 (or above) is needed to view slideshows. We have detected that you do not have it on your computer.To install it, go here
 
Post to Twitter Post to Twitter
Myspace Hi5 Friendster Xanga LiveJournal Facebook Blogger Tagged Typepad Freewebs BlackPlanet gigya icons
SlideShare is now available on LinkedIn. Add it to your LinkedIn profile.

Vertical Search - challenges and opportunities

From AndyBlack, 6 months ago Add as contact

Presentation by Graeme McCrakken CEO of Reed Business Search at the AOP Vertical Search event on Jan 21st 2008

962 views | 0 comments | 2 favorites | 53 downloads | 0 embeds (Stats)

Embed in your blog options close
Embed (wordpress.com) Exclude related slideshows Embed in your blog

More Info

This slideshow is Public
Total Views: 962 on Slideshare: 962 from embeds: 0
Flagged as inappropriate Flag as inappropriate

Flag as inappropriate

Select your reason for flagging this slideshow as inappropriate.

If needed, use the feedback form to let us know more details.

Slideshow Transcript

  1. Slide 1: Vertical Search: Challenges & Opportunities Graeme McCracken Chief Operating Officer, RB Search gmccracken@reedbusiness.com
  2. Slide 2: Search: A growing market! • Forrester predicted $34b by 2010, we believe it will be closer to double this with at least $11b in B2B • 59% of dollars migrating from other media budgets (print, web display ads, shopping directories, email, direct marketing, etc) • 35% of user sessions initiated by a query, making site search the most used application on a typical web site • B2B site search success rate is only 58% • 30% of visitors abandon a site with each failed query • Industry/Vertical search typically yields a 30 – 60% increase in page views per year – 50% from new customers Google most used in B2B markets “What was the result of your online research?” I never found what I 8% Google 83% was looking for Researched online, 27% Yahoo! 8% purchased offline Researched and AlltheWeb 3% 37% purchased online MSN 2% Still researching 28%
  3. Slide 3: The Fried Egg Model Addressed Market “Bonus” audience
  4. Slide 4: It may feel safe….but for how long?
  5. Slide 5: Frogs are SO! hot
  6. Slide 6: Understand your market, content & search User Profiles: • Researchers • Buyers Researcher Domain queries • Browsers Focused vocabulary Initial broad queries Refinement • Researchers and buyers behave similarly, Queries in related domains as they are both goal-oriented. The system need to be designed with their needs in Browser mind Broad queries Generalize vocabulary • Browsers are ancillary and will benefit by Search Longer sessions proxy Platform Typical Searches: Buyer • Goal-oriented, precise Goal seeker Domain queries • Multi-term with no conjunctives Focused vocabulary • Most likely to include category or solution Specific queries Refinement domain terms Click-thrus • Refinement, sorting and filtering will be important aspects of the results UI • Users will rely heavily on system to “return the right thing” or to help them “find the right thing”
  7. Slide 7: The problem with search today Impact 3. Searcher Frustration 4. Advertiser ROI Recall Precision Refinement • Breadth vs. Depth • Mention vs. About • Navigation • Context & Semantics • Noise & Spam • Mindset & Intention
  8. Slide 8: The other problem with search – an inverse model The more relevant/targeted the advert….the less you pay
  9. Slide 9: RB Search Zibb.com & Zibbsearch.nl Zibb on Demand 1. Build best in breed B2B Search 2. Build best in breed Vertical Search & Engine Widgets for all RB websites Technology Platform 2. Improve results and implement testing methodology 3. Develop UI and Usability competence 4. Continue to develop product
  10. Slide 10: What does search do for us? • Taxonomy links all B2B content together • Crawl – RB proprietary plus B2B web content • Aggregate Content – a holistic design principle • User Interface/Branding Architecture • Not one site, but a multitude & powers all 900 websites and more • Benefits: Answering B2B queries; Web /Blog plus site search; Adsense for Search; Traffic Cascade to RB sites/CPM & CPC Revenue Fast pantone 144 The Search Engine Company Topic Taxonomy Content Indexing Product & Service Geographic Individual/ Taxonomy Ontology Taxonomy Position B2B Web Millions of B2B +5 million 3 million Millions of Over 2 billion Spec Sheets, News Articles companies Attendees & B2B Web Pages, Catalogs, Press Multiple 220k Products/ Exhibitors News & Blogs Releases, White Repositories Services Papers
  11. Slide 11: What is the Value to the Consumer? From… ...To Content Source All the Web/Site Specific Industry Specific Search Failure Rate > 50% < 5% Relevance Broad and Arbitrary Contextual & Explainable Disambiguation None Navigation Productivity Gather Links Analyze Information Interaction Pull Push & Pull Perception No Alternative Useful
  12. Slide 12: What is the Benefit to the Business? From… ...To Search Traffic (% of Total) 1% More than 10% Overall Traffic Impact Limited Source of Differentiation Revenue per Search $? $0.05 Other Monetization NA Incremental Maintenance & Support Site Specific Centralized & Dedicated Standards None Scale & Advantage Search Roadmap Not a Priority Competitive Advantage Sources: Outsell; Forrester
  13. Slide 13: Zibb – branded vertical search
  14. Slide 14: ZIbb – Better Answers by Market
  15. Slide 15: Zibb On Demand – Beyond Search ! 112 ive ZoD’s driving 54% YOY increase in page impressions +70 live with News Feeds, Related Items, Infusion  Driven by 15 million ZoD/widget, 130 million queries  on sites that generate +50 million page impressions and more than 2 million direct searches per month per month  Growing at +30% per month Video & Part Searc
  16. Slide 16: Domain Expertise – better answers Content Type – the web is a medium, not a type of content! • Disambiguation – did you want news/product/blog/catalog, etc? Market – you are special, so is the content within our index • Market specific, quality content – own your own index! Taxonomy, Ontology, Folksonomy – describe your market • Answers, not questions – lotus car or lotus position • Aboutness – Everything you ever wanted to know ‘about’ …… but were afraid to ask! – A specific zone for all our specialised users • RB Search classifies all our content by multiple taxonomies by Topic, Product, Company, Geography, Individual/Job Position • Web 2.0?……………. no more like Web 3.0 (the Semantic Version) …………………………………………………………..In short it is about Answers, not Questions!
  17. Slide 17: You may think I am decoupled…and you would be right! XML XML XML
  18. Slide 18: Raising the Sea Level – Reverse Thinking Yeserday Today EDN Flight Variety 950 websites ECN Powder Bulk Solids
  19. Slide 19: Not a silver bullet – you only get one of those!
  20. Slide 20: Then you get carried away
  21. Slide 21: Key takeaways • Search fundamentally changes the game – both for internal and external content – Google proves this • You can exploit this to do internal and external developments faster, cheaper and better • Always choose the best product for that specific purpose, do not make do! Even second best costs you money and more importantly time • It is not cheap…..but as an infrastructure and game changer it is very reasonable • Business models are challenging and you need to be nimble in order to exploit opportunities • Apply standards/taxonomies globally, do not try to standardise systems globally - its quicker, better and simpler • Decouple, decouple, decouple….keeps it simple to manage, fast to integrate and incredibly flexible • It can power far more than you would ever believe possible - it breaks the RDBMS rules and can make you agile • It’s about speed and aggression – that is what drives innovation • ……..it is also a little frightening, as it breaks rules, challenges business and IT and liberates you
  22. Slide 22: Questions